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Media strategies for CEOs.(chief executive officers)

Publication: Policy & Practice
Publication Date: 01-JUN-06
Format: Online
Delivery: Immediate Online Access

Article Excerpt
A series of child deaths and injuries in Delaware's foster care system in the late 1990s set off a firestorm of public outcry for change. Fueled by relentless media coverage, the pressure on the Delaware Department of Services for Children, Youth and Their Families to account for the system's...

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...failures was overwhelming, painful, and demoralizing for agency staff and leadership. The challenge for change became a political issue in the 1998 General Assembly elections and continued into the gubernatorial election two years later. To their credit, Delaware lawmakers rose to the challenge and passed real reforms and financing that led to significant improvements in the child welfare system. Gov. Ruth Ann Minner adopted foster care reform as a legacy platform within the first 90 days of her election in November 2000 and, from that, emanated policy and practices that in many respects have become a model for the nation today. Five years later, the results are in.

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This is democracy at its best: the system of checks and balances at work among the triad of citizens, government, and the media. As difficult as it was for Delaware to go through the public scrutiny described above, the result was real systems change that will forever alter the success trajectory for so many children in care.

In my current government leadership role, I have a unique perspective on relationships with the press. A former journalist, public relations professional and marketing consultant, I view reporters and editors as colleagues in that uniquely American freedom that enables an educated public and a working democracy. I usually stand alone in that pasture, but my 30-year career experience with media relations suggests that this approach...

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